OPERATOR PERSPECTIVE
Cost vs price Sesnan confirms: “Pre-energy crisis, we calculated the actual cost per swim to be around £10. Now it’s somewhere between £10 and £15. Meanwhile, we charge customers between £1 and £6, with popular schemes such as Kids Swim for a Quid and Families for a Fiver introduced in response to the cost of living crisis.” “We wanted to support our communities with the increased cost of living,” confirms Clark. “In addition to offering these schemes at selected times, we also have a Learn to Swim Guarantee, where we offer additional free lessons for those on our programme to ensure as many people as possible can access the safety, enjoyment and health benefits of swimming for a lifetime.” “These are big subsidies,” observes Sesnan, “and only in rare cases does any funding come from the local authority.
Historically, a centre’s health and fitness memberships have subsidised swimming, but even though our fitness memberships are back to pre-COVID levels, that’s no longer enough.” He continues: “So we’re looking to improve the cost model, not only in terms of energy efficiency but also things like assisted lifeguarding technology. AI really can simultaneously monitor 50 people in a way humans can’t, which will free up lifeguards to also interact with customers. “This will help us manage staff costs – we may not need as many physical lifeguards in the future – as well as making lifeguarding a more enjoyable job. It will also improve the customer experience, because lifeguards will be able to leave their chairs to help and talk with people.”
The cost to GLL per swim is between £10 and £15. We charge between £1 and £6. That’s a big subsidy.
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STATE OF THE UK SWIMMING INDUSTRY REPORT 2023
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